Marketing Plan Structure For Yollies Yoghurt Company (Research Paper Sample)

MARKETING PLAN STRUCTURE
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1 Executive summary
Kerry Foods organization is the key producer of yollies yoghurts. Delicious yoghurt fruits that are extremely thick are used to manufacture the Yollies yoghurt. They are usually solidified on sticks with different new formats that attract a good number of children. This innovation of yollies Yoghurt has given mothers a critical way of providing their children with sources of vitamin D as well as Calcium. The company of Yollies Yoghurt is a publicly owned organization. It has various subsidiaries across the existing continents. The company’s primary objective is to become the leading company globally that produces nutritious and healthy yoghurts for children.
Yollies yoghurts with low content of fat may lead to obesity in children. This would reduce the future sales of the company. It is true that the current consumers seek for products that are aligned with a healthy lifestyle while retaining its pleasure and also taste. Therefore the company of Yollies should align itself with the current demand and preferences by producing yoghurts that are nutraceutical. Therefore launching this concept of producing nutraceutical yoghurts will benefit the company’s general position in the world yoghurt market. It should enter the segment of health by utilizing its internal strengths and advanced technology to meet the consumer needs and regulate further its low fat yoghurt product by applying the concept of nutraceuticals and finally embrace the new product launch.
The marketing plan aligns with Yollie Company’s mission of delivering a balanced and healthy yoghurts for the children while enhancing the wellness in consumer’s lifestyle. The plan starts by focusing on the situational analysis, SWOT analysis and marketing trends and objectives. The marketing strategy concerning the new product is also looked at while exposing the different elements of marketing. Implementation plan and controls are then depicted so as to make the plan to be viable.
The reports concerning the Yollies yoghurt Company both qualitative and quantitative were utilized and also market articles and theoretical literature concerning marketing and patterns of consumption.
1 Background
The year 1972 was the year that the company of Kerry Foods was established in the country of Ireland. Apparently it is among the key players in the industry of food globally. For this reason, the company of Kerry Foods receives a profit of approximately 636 million Euros per annum. Kerry Foods organization is the key producer of yollies yoghurts (Kennelly, 2015, p. 457). Delicious yoghurt fruits that are extremely thick are used to manufacture the Yollies yoghurt. They are usually solidified on sticks with different new formats that attract a good number of children (Venir et al. 2016, p. 407). This innovation of yollies Yoghurt has given mothers a critical way of providing their children with sources of vitamin D as well as Calcium. It becomes fun to children when consuming these products since they are encouraged to collect the Yollies Yoghurts that are solidifies on sticks that are stamped with specific letters so as to spell a certain word. Due to this reason, the Yollies Yoghurts are among the key producers of children yoghurts in the world. They are very nutritious and tasty. It is true that each Yollie Yoghurt incorporate approximately 0.4 mg of Vitamin D and also 65mg of calcium. Also, the product of Yollies Yoghurt do not have the contents of gluten or rather wheat. Children find it interesting to have a lunch box snack full of Yollie Yoghurt. This research focuses on the marketing plan structure incorporated on the Yollies Yoghurt Company.
2 Situational analysis
The general category pertaining the products of yoghurt is ranked number ten of all the global packaged foods categories. The production of yoghurt greatly increased in the year 2010 by approximately 60 percent. The consumer demand for packaged foods concerning the yoghurts has highly enhanced the establishment of Yollies Yoghurt Company. The Yollies Yoghurt Organization targets the world children population as they are produced purposely to serve the needs of children. The Yollies yoghurt from the Company of Kerry Foods has penetrated fiercely through the market of yoghurt accounting for approximately 20 percent of the overall production of yoghurt. The research utilized the concept of PEST to analyze Yollies Company’s business environment.
* PEST analysis of Yollies Yoghurt
The company of yollies is synonymous with the production of global children yoghurt. The yollies products are available in three flavours that incorporate the raspberry, strawberry as well as the apricot. Since the establishment of Yollies Yoghurt Organization, the company has grown into been a brand that is been recognized globally with a good number of factories in United Kingdom, North America as well as notable presence in Africa and Asia. The analysis of PEST that incorporate political, economic, social and technology aspects will assist in bringing out the numerous external factors that affect the industry of Yollie Yoghurt.
* Political
The operations concerning the company of Yollies Yoghurt is greatly influenced by the political context of United Kingdom. Any change of government from the Liberal or rather Conservative Democrat to the party of Labour will imply that the company of Yollies Yoghurt will have to do some changes. According to the United Kingdom’s political framework, there exists a minimum wage regarding the employees. Therefore, the organization of Yollies Yoghurt has to adhere to the policy of minimum wage rate and this implies that the employment rate will be affected. For instance, politically reducing the minimum wage rate will automatically lead to increased number of employees in the company of Yollies Yoghurt. An increase in the minimum wage rate leads to a decrease in the number of employees at the Yollies Yoghurt Organization hence an increment in yoghurt prices so as to maintain their annual profits. Tax imposition is another factor pertaining the political grounds (Carruthers, 2014, p. 38). This influences the action taken in managing the shareholders’ payments. For instance, in the year 2015, the value –added Tax rose by approximately 2 percent leading to the reduction of sales and at the same time an increment in the yoghurt prices.
* Economic
The global downturn of the economy did not greatly affect the Yollies Yoghurt Company of expansion. During the period of global downturn of the economy, the Yollies organization’s sales remained steady despite the fact that the economic downturn is associated with disposable revenues and incomes that are greatly reduced for the stakeholders as well as the customers (Ozhereleva, 2015, p. 1778). It is true that he Yollies Company was capable of gaining an increase in its annual profits of approximately 20 percent by selling its yoghurt products. Therefore, through the high quality as well as tasty yoghurt products that the company of Yollies produces, it has managed to attract more customers hence maintaining its sales even during the economic recession period.
* Social
The industry of Yollie was established due to some social factors. A good number of parents wanted to implement a way that they could feed their children with vitamin D as well as calcium. Due to this social reason, the company of Kerry established the Yollie yoghurt products that were responsible for enriching children with vitamin D and calcium so as to make them strong (Fuente et al. 2015, p. 573). This is the reason that has enhanced the growth of Yollies Yoghurt Organization. It is true that the Yollies Company is accepted socially by the United Kingdom residents and the world as a whole. Also, the yoghurt products have been certified in Halal way so as to be accepted officially by the Muslim market in Asia and also the Muslim global market.
Unfortunately, the rising cases concerning obesity particularly children in the western countries has led to critical concerns (Dobele, 2016, p. 22). A good number of nutritionists have recommended the reduction of consumption of products of yoghurt which in the long run will affect the sales of Yollie Yoghurts in the future.
* Technology
The advanced technology utilized in the company of Yollies Yoghurt has greatly advanced the packaging and the production processes over the years. Through the current technology, the company of Yollies Yoghurt was able to solidify the yoghurt on the stick something that needs a lot of energy and innovation. The brand contains an effect that is marmite. This kind of yoghurt has satisfied the need of mothers who were longing for healthier and sweet treats in their children’s lunchbox (Ersan et al. 2016, p. 88).
* Resource based model
The study utilized the resource based model so as to determine the internal operations of Yollies Yoghurt Company. The resource based model incorporate resources, capabilities, competitive advantage as well as the strategy (Jitareanu et al. 2016, p. 235).
* Resources
The company of Yollies Yoghurt is a publicly owned organization. It has various subsidiaries across the existing continents. The company’s primary objective is to become the leading company globally that produces nutritious and healthy yoghurts for children. Based on human values as well as principles, it highly focuses on producing the best yoghurt products free of health hazards such as obesity for its customers. Yollies Yoghurt resources are obtained from the dairy as well as strawberry, raspberry and also apricot products (Leskauskaite et al. 2016, p. 177). That is why the Yollies products are categorized into three that is, apricot, strawberry and also raspberry.
* Capabil...